As early as the PC era, there were active food community products, such as Gourmet World, which was established in 2004. With the rapid development of mobile Internet in 20 10, a series of mobile food apps were established one after another. At present, the head apps in the menu field include kitchen, bean and fruit food, fragrant and fragrant recipes and so on.
According to the data of Analysys Qian Fan, as of June 20 18 (all data from Analysys Qian Fan in this paper are as of June 18), the total number of monthly active food community apps is 22.334 million, the penetration rate of the whole network is 2.3%, and the average daily usage time is 1 1.2 minutes.
In terms of business model, the business model of gourmet community products mainly includes four aspects: advertising, e-commerce, data output and knowledge payment.
Product ranking
At present, the kitchen is ranked 186 in the App Store general list (free), ranked fifth in the list of good food and good drinks (free), and ranked first in the food community category.
By June of 18, the number of monthly activities was above12 million, and the penetration rate of food community industry reached 54.9%, ranking first in the industry.
User stickiness
The average daily startup frequency is 2.2 times. Although the average daily startup frequency is small, the average daily usage time of users is the highest in the industry, which is 16.9 minutes, far exceeding the industry average of 1 1.2 minutes. Guess the reason is that users often start the kitchen during lunch and dinner, which takes a long time to cook, but they open it less at other times.
The retention rate of users in the next month is 34.59%, ranking third in the industry.
Product trend
In the development trend, the monthly kitchen activity has maintained an increasing trend, while other head products in the same field have recently shown a downward trend.
Product direction
The following picture shows the record of major events in the kitchen. It can be seen that the kitchen started with menu tools and gradually went over to the gourmet community, adding functions such as "market" and "kitchen Studio" successively, and continuously optimizing the community functions.
summarize
At present, the kitchen ranks first in the industry, with the highest user activity and good product development trend, but there is still much room for improvement in user stickiness.
The kitchen is a gourmet community integrating menu inquiry, work sharing, online shopping and knowledge learning.
Product slogan: Only food and love can live up to it.
3.2 User analysis
Gender analysis
The vast majority of kitchen users are women, accounting for 88. 19%, which is in line with China's national conditions with a large number of women cooking.
Age analysis
There are many users in the kitchen between the ages of 24 and 30. This is because the kitchen app takes recipes as its core function. Users in this age group of 24 to 30 have just graduated and entered the society for a short time. They have cooking needs but little cooking experience, so they need the help of cookbook tools. Most users before this age group are still on campus, and there is little demand for cooking. After this age group, users have accumulated some cooking experience and have little demand for cookbook tools, so there are relatively few users in these two age groups.
Analysis of consumption ability
The users who go to the kitchen are mostly users with moderate consumption power, because these users have high pursuit of quality of life, have time and energy to cook, and are willing to share and learn, and their needs are highly compatible with the functions of the kitchen. Low consumers have relatively low requirements for quality of life and are unwilling to spend time and energy on cooking. High consumers are mostly successful people and rarely cook by themselves.
geographical distribution
The main users of kitchen are mainly distributed in the Yangtze River Delta, Pearl River Delta, North China and other developed areas. There are many young people in these areas, and most of them have certain spending power.
summarize
To sum up, the main users of the kitchen are young women with moderate consumption power in developed areas.
According to the pre-use function of the kitchen, the user scenarios can be divided into the following categories.
Cooking scene. As can be seen from the figure below, users are most active between noon and dinner, so the cooking scene is the most important scene. Users search for a dish or a certain ingredient through the search function, or cook through the recommendation of the app when they don't know what to eat.
Social scenes. Users publish their own works to the community to share with others, or appreciate the works published by others, and make social interactions such as comments, likes and concerns.
Learning scene. Users can improve their cooking skills and expand their knowledge by learning the courses in the kitchen.
Shopping scene. After reading a menu, users can directly buy the ingredients or utensils they need for cooking through the app, or buy some fast food to meet their eating needs when they have no time to cook.
The functional structure of the lower kitchen app is divided into five modules: ① lower kitchen ② market ③ classroom ④ collection ⑤ me.
The five modules can all be accessed through the Tag at the bottom, in which ① the kitchen is the home page, which shows the contents concerned and recommended by the system; ② the market is the mall page of the app; ③ the classroom is the online course; ④ the collection and browsing history of users is collected; ⑤ I am the personal management page of users. The specific functional structure diagram is as follows:
Because the process of viewing recipes and learning courses is simple, the text only combs the more complicated shopping process.
The functions of the kitchen can be divided into three aspects: menu, market and classroom. This paper takes out a typical page for each function to analyze.
Menu page display
The core page of the menu is shown in the following two figures.
Recipe demand analysis
The demand analysis for the main scenarios of menu function is as follows:
The demand ⑤ ⑤ is not well met in the actual use process. Let's talk about it separately.
For demand ⑤, users definitely need to know the approximate time they need to cook this meal before cooking, so as to decide whether to cook this meal or not and allocate their work reasonably according to the time. The solution given in this paper is as follows: put "time" and "materials" at the front of the menu, so that users can have an overall understanding of the menu before cooking.
For demand ⑥, the average steps of the recipe are more than five, and most users can't remember it in one breath. When cooking, it is not convenient to operate the mobile phone with oil and water on their hands, so special functions are needed to solve this pain point. The following figure is the simplest solution provided by this paper, and users only need to click "Cooking Mode" before preparing to cook. Other more complicated schemes, such as voice interaction, can also be adopted.
Market page display
The mall page of the market is as follows
Market demand analysis
The demand analysis for the main scenes of market function is as follows:
As can be seen from the table, going to the kitchen does not provide a solution for scenario (2). When users have this demand, they can only shop offline or go shopping in other apps that can be delivered immediately, such as daily fresh food. Therefore, going to the kitchen can optimize the products, so that users can buy the goods they need immediately only by going to the kitchen, which not only improves the user experience, but also keeps their own user traffic.
The following is a solution provided by this paper: open an offline self-operated store in the kitchen, or cooperate with existing stores, so that users can either go offline to the kitchen store to shop, or place an order online and deliver it by the offline store.
This section briefly introduces the home page of the "classroom" function, and then analyzes the actual experience of the course details page.
Course home page display
First of all, look at the "overall page of classroom customers", and adopt the way of search+classification +feed. Search and classification meet the learning needs of users when their goals are clear, and feed meets the learning needs of users when their goals are unclear in the form of recommendation.
Course details page display
Courses are divided into graphic, live and video forms. This paper analyzes the most common video forms of courses.
Demand analysis of course details
The demand analysis for course details is as follows:
In the actual use process, the demand ① ⑤ is not well met. Let's talk about it separately.
For demand ①, users can only have a better expectation of the course harvest after trying it out, and they can also eliminate some bad courses. Good money will drive out bad money, and there will be no loss to the kitchen in the long run. So you can add the demo function as shown below.
With regard to the demand ⑥, if the group chat function is added in the kitchen, the product experience will be better for users without going to the third-party app to communicate. For the kitchen itself, the addition of the group chat function can consolidate the social relationship chain of users in the kitchen and effectively enhance the user's stickiness.
Based on the above analysis, the forms of the lower kitchen are summarized as follows:
superiority
Leading the scale. The number of active users and the growth trend of users in the kitchen are in the first place in the industry.
disadvantaged
1) User stickiness is insufficient. As an app with the largest number of users in the industry, the retention rate is only the third in the industry.
2) Some functions need to be improved. For the three main functions of menu, market and classroom, there are some imperfections, which have been described in Section 5.
opportunity
1) The industry blank of the new retail model. The online delivery mode of offline stores mentioned in section 5.2.2 of this paper has no precedent in the food community industry. Opening this business in the kitchen will have the first-Mover advantage in the industry, and the layout of giants such as JD.COM Daojia, Suning Store and Box Horse Fresh Food shows the good prospect of this mode.
2) The outlet of community e-commerce. The rise of Xiaohongshu proves the feasibility of community e-commerce, and the kitchen itself is a product integrating community and e-commerce. Therefore, the kitchen can refer to Xiaohongshu, which not only allows users to share dishes, but also allows users to share gourmet goods in UGC, and trains a group of gourmet KOL users to bring quantity to their e-commerce platform.
challenge
1) internal challenges. Under the situation that the head products in the gourmet community all adopt recipes+e-commerce+paid content, the kitchen should think about how to form the differentiated advantages of its own products and establish its own core barriers.
2) External challenges. As an important business income, e-commerce business how to compete with Taobao, JD.COM, Daily Youxian, etc., and establish its own advantages.
"There is no plum to fold in the warmth of the mountain, and the unique crab in Qing Jiang can hold it." When the existing recipes, e-commerce, courses and other "plum" can't bring core advantages to the kitchen, how can the kitchen find its own "crab" and consolidate its dominant position in the industry? Let us wait and see.